British Airways cancelled more flights during a fifth day of chaos at its new airport terminal and Citibank analysts forecast the disruption is likely to cost it up to 25 million pounds.
BA shares fell more than 5 percent at one stage on Monday after the airline scrapped more than 50 flights from Heathrow and investment bank Goldman Sachs put a "sell" rating on the shares. The shares recouped some losses to close down 2.4 percent.
Nearly 250 flights have been cancelled since Thursday's troubled opening of the $8.6 billion (4.3 billion pounds) showcase Terminal 5, with thousands of bags stranded due to baggage system problems.
Staff have struggled with parking, security and access to the terminal, which is the size of 50 soccer pitches and was heralded by BA as the best facility in the world.
BA Chief Executive Willie Walsh said he took responsibility for the problems but said he would not resign. He apologised to customers, saying the first day had been a "disaster" for BA but that performance at the new terminal was steadily improving.
"I remain very confident that T5 (Terminal 5) will deliver," Walsh told Sky News.
The high-profile opening has turned into a public relations disaster and analysts said BA's revenue will also be hit.
"Based on daily revenue of 23 million pounds and disruption costs of 100 to 200 pounds per passenger, we estimate the earnings impact so far to be 15 to 25 million," Citibank analysts said in a note.
Opposition Conservative transport spokeswoman Theresa Villiers called Heathrow a national embarrassment.
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